Fresh off its win (for the eighth straight year) as the top airline in the United States, as voted by Condé Nast Traveler readers, Virgin America and Richard Branson celebrate the launch of flights to Hawaii and give us a clue as to what (and where) is next.

Hula dancers and passionfruit mimosas aren't the usual pre-boarding entertainment at San Francisco's Terminal 2 but, on November 2, Virgin America pulled out the stops to send off the airline's inaugural flight to Hawaii. Even the aircraft had the spirit of Aloha; the ride was the airline's newest Airbus A320 and first ETOPS (extended operations) plane, even cheekily named the "Pineapple Express" (a moniker selected in a vote by the airline's crew members). Condé Nast Traveler was onboard and spoke with Virgin boss Richard Branson about the new routes, future plans for the award-winning airline, and his own travel quirks.

5 Q's for Richard Branson

Hawaii has been the destination most requested by Virgin America passengers. Where would you like to see the airline fly next?

I’ve given up suggesting routes because the last route I kind of insisted we fly—Toronto—didn’t work out. I’m now leaving it to the experts, but I have got one or two new ones penciled into the diary and I’m not allowed to tell.

We have considered a direct flight from London to Hawaii and there is a plane that can do it, but now that Virgin America is doing these routes it won’t be necessary. We’ll just feed people on Virgin America. We’ve had to be quite serious with our business, so it’s nice to have a relaxed, tropical route to Hawaii.

Do you see potential for Virgin Hotels or Virgin Limited Edition to enter Hawaii?

I certainly see the possibility of it. Quite often, Virgin businesses get set up on the back of the airline’s advances. In Dallas we’re now building a hotel right next to Love Field, which we wouldn’t have done if we hadn’t been flying to Love Field. That opportunity literally came about from my going down [to Dallas], doing the promotion and trying to get permission to fly to Love Field, and this site came up. Hawaii sounds even more fun. And maybe one day our cruise ships will operate to Hawaii as well.

The San Francisco-to-Hawaii route is considered quite a long flight for Americans (about 5.5 hours). For you, what essentials or comfort items do you always pack for a restful flight?

I generally get my work done on longer flights, so I bring Helen, my delightful assistant, and I afford myself the luxury of still dictating most of my letters, especially the long ones. I bring my trusty notebook and, if it’s on a Virgin plane, which it normally is, I’ll be listening and getting feedback from staff and from passengers. I have bundles of notebooks and I used to be very good, dating them all and filing them all away. But then we had the big fire on Necker [Branson owns Necker Island, a 74-acre retreat in the British Virgin Islands] where I lost all my notebooks. I haven’t been quite as diligent since then.

Before landing at Honolulu International Airport to a tarmac welcome by Hawaii Governor David Ige, Condé Nast Traveleralso spoke with Virgin America's CEO, David Cush.

6 Q's for David Cush

Hawaii has been the destination most requested by Virgin America passengers. Have any other cities approached this popularity?

The ones that approach Hawaii’s popularity tend to be fun cities. New Orleans is always at the top of the list. Denver is very popular because of the skiing and the “hanging out,” let’s say. Honolulu and Maui have been numbers one and two on the list ever since the day we started. It’s no surprise—with frequent fliers it tends to be the most popular redemption place. It’s nice that the improvements in this aircraft make it possible for us to do it without weight restrictions and that’s really the economic breakthrough we needed.

Are you looking at Kauai or any of the other Hawaiian islands?

Absolutely. We will get our feet wet, so to speak, with Honolulu and Maui, and you may see additional service to them from San Francisco in the next 12 months. Certainly in 2017 we’ll be looking at service from Los Angeles and from San Francisco to some of the smaller islands.

What are the chances of Virgin America flying to Cuba?

Havana won’t be our next destination. There are infrastructure issues in Cuba, and let’s keep in mind that the Canadians and Europeans have been taking vacations in Cuba the entire time [the United States] has been in an embargo. There are nice hotels and resorts, but it’s just that the situation will become crowded. I think Cuba is going to be a great destination, but things will take a little longer. We’re open to doing charters into Cuba and we’ll take a look at that in the winter.

You've been quoted recently saying that fare wars among domestic U.S. airlines are going to continue. Do you think the big three airlines [American, Delta, United] will be able to meet Virgin America’s one-way airfare price of $199 to Hawaii?

I think they will, for the period of time we’re offering it. I believe the fares will come down a little bit as it does with a new competitor and new capacity, but they’re not going to come down a lot. So you’re not going to see what you’re seeing in Dallas, for example, where fares are down 34 percent to a lot of places because of the lifting of the Wright Amendment. I think you’ll see better fares, but not a significant, sustained drop.

For you, what items of comfort or necessities do you always pack for a lengthy trip?

Usually my Bose noise reduction headphones are my number one. Then my electronics. I travel with an iPhone, an iPad, and a Mac laptop. I do want to stay connected and the Hawaii route is one of the rare flights where I won’t be connected, but that technology is coming. The hybrid antenna with both Ka- and Ku-band [satellite connectivity] is still being tested. It’ll be on on its first aircraft in March. From there we’ll put it on every aircraft and we’ll have internet and some live TV the whole way to Hawaii.

What's your in-flight cocktail of choice?

I’ve been known to throw back a scotch or two, neat. That puts me in the right mood.

Virgin America is offering $199 one-way fares from SFO to Honolulu or Maui. The routes will operate year-round, so book early and often on the airline's website. First class on the Hawaii routes features a new island-inspired menu as well as Dean & DeLuca snacks, and a brand new crew member–designed "Makena" cocktail (POG, or passion-orange-guava juice, with rum, club soda, and grenadine). Economy class passengers have access to meals and snacks for purchase and the option to enjoy a passionfruit or POG mimosa over the Pacific as well.